HSBC, Europe’s largest bank, fell to third place this year
behind Charlotte, North Carolina-based Bank of America and San
Francisco-based Wells Fargo & Co., the fourth-biggest U.S.
lender by assets. Goldman Sachs Group Inc., which in July
reached a $550 million settlement with the Securities and
Exchange Commission over claims the firm misled investors in a
collateralized debt obligation linked to subprime mortgages,
dropped to 16th place from seventh.

Brand Finance, started in 1996, calculated the value of
each banks’ brand using the so-called royalty relief method,
which estimates the notional price a company would have to pay
for the brand. Bank of America’s brand was valued at $30.6
billion, Wells Fargo’s at $28.9 billion and HSBC’s at $27.6
billion, the survey found.

“American banking is beginning to rebound,” said David Haigh, chief executive officer of Brand Finance, which conducted
the survey. “Bank of America and Wells Fargo did well because
they have expanded through acquisitions, American growth
expectations have improved and both have focused on promoting
their roles as traditional main street lenders.”